What Makes a Great Affiliate Partner? (Hint: It’s Not Just Influencers)
If you’ve been told that influencers are the only affiliate partners worth pursuing, you’re missing out on significant revenue potential. Don’t get us wrong—there’s a place for content creators in every program—but some of your highest-performing partners might never show up in your social feed.
Let’s explore the types of affiliate partners that help you reach customers at every stage of their buying journey—and how a well-balanced mix can grow your program beyond what influencers alone can deliver.
1. Content Creators and Influencers
Still a great fit—but not the whole picture.
Bloggers, YouTubers, TikTokers, and podcasters can quickly introduce your brand to new audiences and build trust. Especially when your product aligns with their niche, these partners shine at top-of-funnel awareness. However, they often rely on fresh content cycles, and their impact may fade over time without consistent collaboration.
2. Loyalty, Cashback, and Reward Platform Affiliate Partners
These partners thrive at the decision-making stage.
They appeal to value-driven customers and drive volume during sales, holidays, and key promotional events. The key here is to partner selectively—look for platforms that offer white-glove placement options, brand-safe environments, and access to their account managers.
3. TM+ (Trademark Plus) Bidding Partners
Yes, we’re talking about affiliates who bid on your brand + keywords on search engines.
When done right—with strict terms and oversight—TM+ partners can help you dominate the SERP and pick up high-intent traffic you might otherwise lose to competitors or resellers.
4. Publisher and Media House Partners
These aren’t just for Fortune 500 brands.
From niche online magazines to lifestyle blogs and product roundups, editorial publishers can generate long-term value and credible exposure. Getting featured often requires relationship-building, and that’s where having a manager (like us!) can make all the difference.
5. Deal, Coupon, and Niche Community Affiliate Partners
Not all deal sites are created equal.
Partners like Community specific coupon communities or curated deal newsletters can support conversion-focused campaigns without devaluing your brand. When aligned with your values and customer base, they can drive highly targeted traffic immediately.
A Healthy Program Mix = Long-Term Growth
The best affiliate programs are built on a diverse mix of affiliate partner types—not just whoever has the largest Instagram following. At Solais Marketing, we specialize in creating a full-funnel partner strategy that works with your goals, brand values, and customers.
